In times when daily TV soaps go off air after a few months, Yeh Rishta Kya Kehlata Hai has crossed 3,000 episodes. On air for over a decade now, this GEC show on Star Plus has become one of the longest running shows on Indian television. Producer Rajan Shahi says, “It has been a remarkable milestone not just for me and Director’s Kut Production but for the entire television industry. For a show to sustain so long and get high ratings is a success story for the entire TV industry.”
The show has been able to evolve and redesign, including creatives, writing, technical and even the production team. “Every few years, we see huge social changes — changes in the aspirations of families, individuals and youngsters. So, we have to be on our toes and cater to the new audience. It’s a family show but inter-relationships have changed in the age of social media and the internet. The content has to resonate with the new audience and keep the old ones in mind too,” says Rajan who has also directed popular shows like Jassi Jaissi Koi Nahin, Miilee, Saat Phere and Betiyaan.
Most long running serials face the challenge of continuing with the original story. In a bid to continue the show, they keep adding new tracks and characters. “Kartik (Mohsin Khan) and Naira (Shivangi Joshi) have become the face of the show for the past three years. But somewhere we have kept true to the show’s texture and tone. For the immediate gain of TRPs, we have not resorted to stereotypes or over-the-top storytelling. This is for the long term gain of the show. Also, we do not have a very dark character,” he says, adding, “A lot also depends on the broadcaster and the space they are giving the show. Sometimes shows don’t do well because there isn’t the right synergy between the makers and the channel. Star Plus has been the best partner”
Ask him what aspects his team keeps in mind while creating such popular characters and Rajan replies, “Every character stands out in Yeh Rishta... it’s not only about the lead pair. Everyone’s journey is very organically shown and there are no sudden twists and turns.”
Rajan, who launched his production house Director’s Kut in 2007 with Sapna Babul Ka...Bidaai which became a cult show, says that the reason Yeh Rishta... managed to double its TRP in the last few years is because the lead couple is very relatable. “They are not the perfect couple. They make mistakes and learn from them. That connected very well with the youth,” he says.
The family audience has been a very strong and loyal fan base because the show is about family bonding and cultural roots. “We are one of the first shows to show all the traditions, festivals and rituals, which kind of became a trendsetter. When I travel abroad, people tell me that they watch the show because they connect with their roots. No other serial has shown weddings and rituals better than us,” he says and smiles.
The balancing act between staying true to the story and giving in to the demands of fans is a tricky one. Rajan says that the creative director and writers deserve credit for that. “They have always stayed true to what they want to say. We have never had a pressure from the broadcaster. Of course, certain things are not liked by the audience but the team knows what is the journey ahead. Sometimes there are criticisms, like in the current track, but we haven’t deviated from the story,” he explains.
As a production house they are more connected to their fans now. “Because of social media, we get immediate reactions from fans. I wouldn’t say it influences us but we do keep it in mind. Earlier, our teams would travel to different cities to research and understand the audience,” he says.
Sustaining a show is much more difficult today. “And it can go off air in no time. There is a lot of pressure because of different kinds of competition. GECs aren’t working very well and TRPs have gone down in the last five to six years,” says Rajan who has also ventured into the digital space with his First Kut Production and produced series like Guddu Beds Guddun.
There has been a dearth of good writing on television which has been pointed out by several film and television personalities. With digital platforms offering content driven shows, shouldn’t TV makers also up their game? “Writing good content is the biggest foundation and everything works around it. I feel there is a lack of good and committed writers. Also, new talent needs to be groomed. TV is a demanding medium. Creating content on a daily basis for five days a week can be a huge challenge,” says Rajan adding, “We have to look at the audience we are catering to. I am not catering to those who sit in plush homes and watch Netflix and Amazon Prime. I am catering to the masses, where families watch a show together. We have to respect our target audience. Having said that, we are also the top rated show on HotStar, which proves that we are creating content that appeals across sections.”
But he iterates that makers have to move with the times. “Short series might come into play. We have to catch the pulse of the audience,” says Rajan.
